Posts Tagged ‘marketing strategies’

Three Ways to Maximize Your Trade Show Investment

Posted on: November 29th, 2016 by admin No Comments

A trade show is an investment in your company, and you should take the time to treat it as such. It may seem simple, but it takes time to develop measurable goals for the show. Here are three trade show strategies to help you market your company and maximize your return on investment.

Plan Ahead 

  • Determine Your focus: Will you be launching a new product? Promoti31943028 - trade show meaning world fair and exportng brand awareness? Building a fresh leads list?  Each of these goals require a unique approach.
  • Research the Show and Its Attendees: Is this the proper venue for what you are trying to achieve? Will this be the right show for you to push retail sales or build business relationships? How many of your direct competitors will also have booths? How will you stand out from them?
  • Be Memorable: Interest creates interest! Capture attention by renting a Cash Cube Money Blowing Machine or Bingo Blower. Renting or purchasing a trade show attraction is just a phone call away! How about some useful custom promotional items? Consider options like custom USB drives, household tools or sports items.

Promote Before and After The Show

  • Social Media: Once you plan the details your event, get the word out well in advance. People will be excited to visit your booth for the chance to spin the Prize Wheel or play a custom Scratch Card.
  • Trade Show Publications: Each show will offer several ways for companies to participate in their printed material.  Print a voucher for an extra turn on a Plinko Board to attract people to stop by your booth. Do a half or full-page color advertisement listing all of the attractions at your booth to ensure guarantee that your booth has a crowd of people waiting to try their hand at attractions like the Prize Safe!
  • Leads, Leads, Leads!: Maximize your social media efforts by collecting relevant information as part of the effort. These generated leads can be turned into appointments booked at the show. Don’t stop there – follow up with leads after the show and offer company consolation prizes for being a valued part of your audience.

Be Ready

  • Staff Accordingly: Whether you are looking for new clients, retail customers or to develop relationships with existing clients, make sure you bring your company’s best! Ensure your staff is aware of your goal for the show so that they can help you achieve it. Assign each booth attendant an area of focus and direct attendees accordingly to keep the booth running smoothly during peak times.
  • Too Much is Better Than Not Enough: Make sure you have enough staff coverage – if traffic is slow any extra employees can be sent home. It’s better to have too many promotional products to giveaway than not enough.

There are so many ways to make yourself memorable. It’s worth the effort to plan in advance and maximize the benefit for your trade show investment!!

Pre Trade Show Marketing is Critical

Posted on: November 26th, 2012 by admin No Comments

marketing signThere are multiple ways to communicate with your target market.

Some methods of communication are much more effective, appropriate and cost efficient than others. As always, your budget will dictate how many touch points you can have with your target market. Also keep in mind that you should be trying to find ways to drive the right people to your exhibit at the lowest cost per qualified lead.

Remember, you need to let your prospects know where your booth is located on the showroom floor. Use tag lines such as “see us at Booth 1635 at the such and such Trade Show” in news releases and other communications such as direct mail leading up to the show.

Don’t make your customers and prospects hunt you down.

Recent research has shown that 83% of the most successful companies at a range of exhibitions (in terms of business generated and leads collected) were the ones that took the trouble to undertake pre trade show marketing such as mailing their prospects and customers before the show. (Source:CEIR – (Center for Exhibition Industry Research)

You can increase your ROI by integrating various pre trade show marketing tools to direct qualified buyers to your expensive booth. Diversity in your pre trade show marketing strategy will yield greater results and you will record a much higher success rate, with increases in both target visitor attraction and sales lead conversion.

Please do not take a one-dimensional approach to your pre trade show marketing, as you will not get the desired results from the trade show.

Trade show promotions are designed to engage your potential customers through a personalized, multi-step marketing strategy that facilitates your ability to reach your trade show objectives.

This includes pre-selling attendees through phone calls, personalized invitations, direct mail or email, to introduce your products and encourage them to visit your booth.

By knowing your target audience, you should target prospective trade show buyers for your products and/or services, prior to the trade show commencing, by creating a positive image and brand awareness.

To maximize your trade show effort tailor your messages to the concerns, needs and interests of your prospects.

Take the time to really determine your target audience! It’s very important.

And, don’t underestimate the power of a pre trade show marketing campaign. An effective pre trade show marketing promotion can deliver increases of 50% in conversions to qualified leads.

Always build a portfolio of activity that will drive the lowest cost per qualified lead and map out your timeline so that you give reasonable notice to your prospects.

It’s always a good idea to segment your list for better results and have a contextually relevant and compelling offer.

You will want to come back to it at a later point when it is time to prove your ROI so keep tabs on what your pre-show marketing tactics are costing you.

About the Author
Jonathan Edelman provides exciting trade show marketing ideas, including advice about prize wheels, customizable scratch-off cards, money blowing machines, and other exciting trade show attractions. With years of experience in the trenches, he is an expert on booth displays, lead generation techniques, and networking with trade show vendors. Helping to build a referral-generating system, his ideas continuously lead to a boost in sales and revenue.

Change Your Tradeshow Marketing Strategy to Attract Decision-Makers to Your Booth

Posted on: November 23rd, 2012 by admin No Comments

Decision-MakersWhile giveaways and tradeshow attractions are an integral part of every tradeshow, they’re not necessarily what are attracting the decision-makers to your booth. To get in front of the influencers and decision-makers at the next show, consider these tips when planning your tradeshow marketing strategy.

Choose The Right Place And Mode Of Communication

Make sure that the show you have selected is one that attracts the decision-makers you seek. Create your tradeshow marketing plan with awareness of who those decision-makers are and where they go.

Internet marketing is very prevalent these days and certainly has its place, but there is no substitute for face-to-face interaction. This is a huge reason trade shows even exist. Try to get that face time with the person who can actually sign a contract. Research shows that a few days of interaction and engaging in a trade show environment can cut the cost and time of closing sales by as much as 50%.

Offer An Incentive

Reach out to potential decision-makers well in advance of the show. Launch a postcard campaign. Send a personal invitation. Whatever means you choose, just let them know where to find you, and make sure you include your booth number for the show. Special offers are valuable incentives when they’re only available to those included in the campaign. Offer a prize to be picked up at that show or a product discount, but make it contingent on a visit to your booth.

It is important that the incentive has something for both the individual and their company. For example, combine a gift for visiting the booth with some sort of incentive for closing a sale within a few of days or a week of the show. A decision-maker is more likely to take advantage of something that saves his or her company money.


Get noticed by sponsoring an event within the show. Sponsor a party, seminar, or reception. There are plenty of sponsorship opportunities to fit every budget. Figure out which events your target decision-maker is likely to attend. As an added bonus, try to find an event to sponsor where your product or service is actually being put to use. At the events, interact with your audience, but don’t overshadow the efforts of the event presenters. A great perk of event sponsorship is that event sponsors usually get prime booth locations!

Attend And Engage

Finally, one of the easiest trade show marketing tools: Get out into the crowd! Once your booth is staffed with educated well-trained individuals who you can count on to represent your company, you are free to move about the floor. There’s no substitute for personal interaction when it comes to identifying and attracting decision-makers. Work the room and seize the opportunity to personally invite the right people to your booth.

About the Author
Jon Edelman provides exciting trade show marketing ideas, including advice about prize wheels, customizable scratch-off cards, money blowing machines, and other exciting trade show attractions. With years of experience in the trenches, he is an expert on booth displays, lead generation techniques, and networking with trade show vendors. Helping to build a referral-generating system, his ideas continuously lead to a boost in sales and revenue.

Successful Trade Show Marketing

Posted on: November 5th, 2012 by admin No Comments

Successful Trade Show Marketing

Trade shows have grown to become the number one business-to-business marketing medium.  Why are a growing number of companies marketing themselves at trade shows?
Trade shows provide a unique opportunity that cannot be replicated in any other type of venue. The Center for Exhibition Industry Research (CEIR) revealed the following about exhibitions:

  • 88% of attendees have not been seen by a member of your company’s sales staff in the preceding 12 months
  • Seven out of ten attendees plan to buy one or more products
  • 76% asked for quotes and 26% signed purchase orders (average all shows)
  • 72% of show visitors say the show influenced their buying decision
  • 87% of attendees will share some of the information obtained at an exhibition
  • 64% of attendees tell at least 6 other people about the event
  • 58% attend only the show in which you are exhibiting
  • 40% are first-time attendees
  • It costs 22% less to contact a potential buyer at a show than it does through traditional field sales calls

While trade shows are worthwhile, they are not easy.  To get the most out of trade shows, exhibit marketers set measurable objectives, pick good shows, design effective exhibits, and more.  Read on to discover the main elements of a successful trade show marketing program.

Setting Objectives and Measurable Results

The first step in planning your trade show success is to set effective and realistic trade show objectives and measurements for them.  Effectively planning your show’s objectives allows the rest of your show to fall into place. Choosing the right measurement tools enables you to draw the correct conclusions following your trade show performance.

The first question to ask is the most basic:  Why are you exhibiting?  While most go to generate leads and build awareness of their brand or products, many also exhibit to build relationships or introduce new products.

Once you know the reason you are exhibiting, set objectives based on them that you can measure – and then measure and report them.  Measurable objectives range from simple lead counts (200 leads at the XYZ Show) to Return On Investment goals (Generate $10 in sales for every $1 spent exhibiting at the XYZ Show).

Select The Right Shows

With over 13,000 trade shows, conferences, expositions, private and business-to-business events in North America, featuring 1.5 million exhibiting companies vying for the attention of over 100 million attendees, it can be daunting to select where your efforts are best spent. However, there is a method to help you find the best opportunities to market your organization at trade shows.

To start, select the shows you want to exhibit at only after you have set your trade show objectives. Then dig in to do some serious background research. The best bet is to look at the trade shows in your industry and carefully weigh the options. Talk to your fellow employees — what shows have worked in the past?  Where do sales people see the customer’s needs leaning? Look at whose going to be there. Talk to your current and prospective customers — is this a show they will be attending?  While you may exhibit well at your large industry show, also consider smaller shows that have a higher proportion of people likely to be interested in your products or services.

Space Selection: Where and How Big?

The average trade show has over 400 exhibitors, so how do you choose the best booth space for you? Most shows give space-picking priority to the exhibitors who have been with them the longest. Yet some studies have found that where you are in the show hall has no effect on the amount of audience you receive to your booth. For every veteran exhibitor that requires a space in the center of the action, or at the front entrance to the hall, or near their biggest competitor, there are veteran exhibitors who flee from the same locations. All the same, the size of your booth space is a very important decision, where you must weigh the need to stand out from your competitors with a large booth, and yet having enough budget to exhibit at all the worthwhile shows for your company.

Budgeting: Planning saves you time and money

Exhibiting can be complex. A large part of that challenge is identifying how much to budget for related services.  The easiest way to estimate your overall budget for exhibiting at a show is to take the cost to rent the exhibit space, and multiply it by three. So if renting a 10-foot by 10-foot exhibit at a show costs $2,000, then the overall show costs are usually about $6,000.

The biggest expenditures after booth space is staffer’s travel, hotel, and meal costs, show services such as installation and dismantle, the cost to build or rent your exhibit, and shipping.

A large portion of show services costs is called drayage, which is the cost to bring your exhibit and crates from outside the show hall to your exhibit space.  Sometimes it can even be as expensive as the cost to ship your exhibit from your city to the show.  The trend for exhibitors is towards lighter weight, more modular exhibits that lower costs like shipping and drayage.

Planning avoids rush charges and lets you figure out how to do the most shows with the fewest exhibit properties.

Exhibit Design:  Make Your Exhibit a Marketing Tool

Why does exhibit design matter? Because a well-designed exhibit is so effective at cutting through the trade show clutter and getting your message to your target audience. The average trade show attendee will spend 7 to 8 hours on the floor over a period of 2 to 3 days visiting an average of 25-31 exhibits. This leaves 5 to 15 minutes per visit – just 5 to 15 minutes to make a lasting impression that will give you an edge over the competition.

Create an exhibit that works as a true marketing tool.  Make sure your exhibit graphics say who you are, what you do, and what is your benefit to prospects.  When you state those clearly, you’ll bring in more visitors – and more qualified visitors.

Your exhibit is more than a three-dimensional ad. It’s actually a temporary workspace, filled with booth staffers there for hours or days, and visitors there for just a few minutes. Increase productivity by giving them enough space to work in, and by designing around their needs, be it for gathering leads, demonstrating product, meeting with key people, or storing their personal items.

Get More Traffic With Trade Show Promotions

Trade show promotions are the secret weapon of the veteran trade show manager. That’s because, when done right, trade show promotions work so well.

Consider these two items:

1. The average trade show has over 400 exhibitors, where the average attendee will visit about 21 exhibits, and that average attendee walks into the show with a list of 75% of the exhibits he/she wants to see. That means you have to get on their dance card before the show.

2. You can boost your trade show lead counts by 33% with trade show promotions – even thought they require a much smaller percentage of your budget.

So, trade show promotions are money well spent. Pre-show promotions are the things you do before the show to make attendees want to visit your booth.  At-show promotions are the activities and trade show giveaway items you do during the show to bring in more attendees into your exhibit.

Just be sure to pick promotions that bring in your desired target audience, not just anyone at the show.  And don’t just give things away – get information about prospects in exchange that will help you qualify and prioritize your leads.

Train Your Booth Staff So They’re Comfortable At Shows

85% of the positive feelings visitors have are due to the staff.  Your booth staff is responsible for drawing in your customers, effectively engaging them and creating leads. Because of this, it is important that you select the most effective staffers that your company has to offer. If they are sales people, you have to train them to adapt their selling style to the trade show floor. If they are not salespeople, guess what – they can still do extremely well, given the proper preparation.

Trade show staffing is uncomfortable for almost everyone at first.  You will give your booth staffer greater comfort and confidence by training them to understand and follow a 4-step booth staffing process:

1. Engage: 30 seconds
Start the process by stopping attendees.  Prepare and practice questions that won’t get a yes or no answer.

2. Qualify: 2 minutes
Determine if the prospect is worth presenting to … and what to present.

3. Present: 10 minutes
Demo on just the prospect’s needs, not everything you know. Prepare for common objections and questions.

4. Close: 1 minute
Lead card complete? Agree on the next step and go on to the next lead!

Lead Management, Not Lead Neglect

Astoundingly, almost 80% of leads generated are never followed, according to the Center For Exhibition Industry Research (CEIR).  Rather than sending your hard-fought trade show leads into the abyss, strive to be part of the elite 20% that actually follow up on their leads!  We’ve heard horror stories of exhibits pulled out of storage to prepare for a show – only to find the leads from the previous show still packed with the exhibit. What a tragedy!

Rather than just sending a business card from the prospect on to your field sales reps, provide and train your staffers to use a lead card.  It’s a half sheet of paper that has check boxes to the most common qualifying questions, and room for notes about what the attendee said in your booth.  Your sales reps will be much more likely to follow up on a lead when they know what to say, and that it’s worth the call.

Also, think of your first day back from the show as the last day of the show.  Have your lead fulfillment packages prepared ahead of time, so you can send your responses right away.

Measuring Results Improves Future Performance

Once you return from a trade show it is important to measure its success.  Why?  Because while trade shows are a great marketing medium, you still have to prove the value of your individual program.  This information can be used to report to management the effectiveness of the show and to improve exhibit performance for future shows. Success can be measured by simple lead counts, or better yet, by the return on investment, or whatever objectives you set when you started your trade show program.

By tracking your results from show to show, you can make informed decisions about which shows to continue, expand, contract, or cut.  And when you are armed with data proving the value of your overall trade show program, you can maintain – and even expand – your trade show marketing efforts.

Boosting the ROI of Your Trade Show Marketing

Posted on: October 21st, 2012 by admin No Comments

Boosting the ROI of Your Trade Show Marketing Planning for trade shows requires a substantial amount of time and effort. And the cost of attending the shows, including booth space, displays, and travel expenses, can be significant. Too often, business owners dedicate valuable resources toward their trade show strategies without having a clear plan for closing deals and increasing revenue. Predictably, they return home from the shows, empty-handed and wondering why they bothered in the first place. Exhibiting can be incredibly effective with the right trade show marketing plan and proper execution. In this article, you’ll learn how to boost the ROI of your trade show marketing to make the entire effort worthwhile.

What Kind Of Information Do You Need?

The key to closing deals, increasing your company’s revenue, and enhancing your trade show marketing ROI is following up with the leads from the event. Your planning should begin long before the trade show arrives. Identify the type of information that you and your exhibit staff will collect during the event. This will obviously include each lead’s name and contact information. But, you may also want to collect their website and email address, along with their specific needs and whether they have the authority to make a buying decision. Your trade show marketing plan is incomplete without this follow-up system in place.

Training Your Exhibit Staff

Once you have identified the type of information that you and your staff will collect, devote time to training your staff. Establish the expectation that their purpose is to qualify visitors as leads. Train them to approach visitors and engage them in friendly conversation. They need to inquire about the visitor’s needs, collecting information as they qualify them. Your booth staff is the front line force of your exhibit. Their effectiveness at qualifying leads and collecting information is integral to your overall trade show strategies.

Setting Lead Goals

Before the show arrives, establish lead-collection goals for each employee who will be working the event. The goals will help your staff remember their purpose while encouraging them to hit their targets. Plus, by quantifying the number of leads that you expect your staff to collect, you can establish a performance benchmark by which to review future lead-collection efforts.

Developing A Follow-Up Strategy

It’s not enough to plan to call every lead that you collect at the show. You need to carefully organize how your follow-up system will work. It is arguably the most important component of your trade show marketing effort. If you neglect to arrange your follow-up system in advance, you’ll likely fail to act on all of the leads.

Assuming that your entire staff is not working the show, assign an employee who is remaining at home to follow up on the leads. The earlier this happens, the better. At a 3-day event, an attendee may visit your booth during the first day. If you wait until you arrive home after the show to follow up, the lead will have cooled. Each day, have one of your booth staff collect the leads and either overnight them or email them to your employee back home. That employee should begin the follow-up process immediately.

Your Trade Show Marketing ROI

The ROI of your trade show marketing is a direct reflection of your follow-up strategy. Identify the information that you need for each lead. Train your exhibit staff to qualify visitors and collect the information. Establish quantifiable lead-collection goals for each employee. Finally, formulate your strategy for acting on those leads. The process of boosting your ROI is firmly within your control. You simply need to plan and execute.

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